A company’s professional maintenance of a favorable online image is referred to as digital PR. A digital public relations agency promotes a company using online blogs, websites, and social media.
A Digital PR campaign’s purpose is to raise online mentions, backlinks, and a company’s brand, all of which are now more important than ever to a firm’s success.
As the internet has increased in popularity, so has digital marketing PR. Because corporations can utilize social media to reach a larger audience, the development of digital PR has also increased correspondingly.
Below, we will look at why digital public relations strategy is so important. We will also discuss what an SEO business performs and provide some examples.
So, if you have any questions about the world of digital PR campaigns, read on below to find the answers!
Table of Contents
What Is Digital PR?
Digital PR is the practice of managing a company’s public relations using digital channels such as websites, mobile applications, email newsletters, and many more.
The purpose of digital PR is to raise customer awareness of your company’s product or service.
One of the fastest-expanding sectors of public relations is digital PR. Digital PR is a method for companies to communicate with customers via numerous channels such as social media, search engines, and various other methods.
This enables them to reach out to new clients and create connections with them, which was previously difficult with traditional public relations. Digital PR makes it easier to raise brand recognition, create leads, and turn those leads into revenue.
Marketing and public relations professionals employ digital PR as a promotional strategy. When done correctly, it employs classic public relations strategies in a digital realm, usually in order to increase brand, company, or business recognition.
The goal of digital public relations is to remain ahead of your competition and make your brand noticeable.
Digital PR, like any other kind of marketing, needs to have its own strategy based on the brand’s or business’s specific needs and goals.
The approach employs a variety of tactics, such as the promotion of content, stories, or statistics, to produce outcomes that assist the overall marketing plan.
Why Does Digital PR Matter?
Brands are facing more competition than ever before. It is not sufficient to just attract attention. You need to make sure that attention is relevant, targeted, and likely to convert to sales!
In addition to helping to create brand awareness, digital PR can easily increase organic traffic, leads, and purchases while also encouraging social participation.
Whatever paid or organic marketing methods you prefer to use, digital PR should always be a component of your marketing plan, no matter the size of your company.
Digital PR is essential because it displays a company to new potential customers in its target audience. These encounters occur on search engine results pages as well as in editorial article placements on major websites.
Digital PR may also help increase a company’s website traffic. Digital press releases are frequently picked up by media sources and used to generate fresh inbound links to a company’s website.
These links help with search engine optimization, making it simpler for potential clients to find the business online.
When analyzing and making business decisions for their businesses, today’s buyers are information-savvy and research-oriented.
That means businesses have to approach prospects through a variety of channels that impact purchasing decisions, such as business and public relations trade periodicals, social media and review sites, and other major independent sources such as blogs and forums.
In the modern world, digital PR needs to be approached carefully with a strategic plan covering as many different avenues as possible.
What Are The Goals Of Digital PR?
Digital PR is not just about trying to drive sales. It is a more complex system than link building, bringing all the complexities of traditional PR to the digital world.
The specific goals of your digital PR strategy will depend on your company and its niche, but there are a few main goals that any digital PR campaign uses, whether they are built around a press release for the latest news cycle or influencer marketing rather than media outlets.
Let’s take a look at some of the most important purposes.
Getting More Brand Coverage
The best digital PR campaigns start right at the beginning of a company’s life. If your company is new, establish an online presence that informs your target audience about who you are, what you stand for, and your values.
This places your company name in front of your target audience, giving you full control over the manner in which you want to be perceived.
Making a lasting impact requires doing so in a noteworthy manner. If you can get media coverage for your launch, your marketing strategy is off to a great head start!
However, it is not only about building a name for yourself at the start of your business. Even established firms strive for fresh and interesting methods to reach their target audience in order to retain brand recognition and prevent their competitors from gaining an advantage.
One of the best long-term digital PR tactics out there is built around developing long-term relationships with journalists.
If you can build a relationship where a high-profile journalist is happy to write about all of your press releases, that is one of the most valuable relationships you will have in any digital PR program.
Media coverage is vital. You want to be part of developing news stories and up there in front of your target audiences.
That means that early on, you will need to pitch your press releases to journalists constantly.
But if you can build relationships with those journalists and social media influencers, you can spend less time pitching your stories and more time actually doing newsworthy things and working on demand generation for your products.
Relationship building is a long-term part of any PR strategy, rather than something that delivers instant results, but having earned media attention for your site, you will find that the bumps in organic search traffic you get from editorial coverage in major publications can be incredible.
Supporting Your SEO Efforts
Any SEO company will be able to tell you about the importance of link building. A great way to generate backlinks is to build links through news stories.
Links from news sites tend to be high authority links, which are a great way to build authority and help with domain rating and SERP visibility.
Wrestling with Google analytics and SERP visibility is exhausting, but with a good digital PR strategy as part of your content marketing, you can make your life much easier and get a large part of your link building out of the way as a side effect of your press strategy.
Earned media prominence also has a tendency to grow. If you can get past that first hurdle and get a link to your site on a major news outlet’s site, other news sites are likely to pick up on it and write their own versions.
This is a central part of traditional PR and digital PR alike, and it can easily lead to a large amount of referral traffic over time.
News articles will also be shared on social media, so these will essentially do your social media marketing for you!
The Benefits of Digital PR Strategies
Digital PR has many benefits and should be treated as a central part of your digital marketing strategy. If you do not have the time or expertise to manage it all on your own, consider hiring a digital PR agency to help you out.
Here are a few of the most important benefits of setting up an effective digital PR campaign.
Building Links To High Authority Sites
Authority flows through links. If a link on an authoritative site points to your website, some of that authority will flow through the link to your own site.
Essentially, getting links from authoritative sites will make your site more authoritative in turn. The sorts of sites that will publish a press release tend to be important sites in your niche, such as sites for trade shows or important publications.
Staying Ahead Of Copycats
Traditional link building tactics find it difficult to recreate the links obtained through digital PR. Furthermore, every written feature is truly unique.
Your competitors can do some digital PR as well. However, it is not certain that the same sites will be developing relevant features by the time they get there.
That means that even if they write similar pieces in order to gain links, there is no guarantee that anywhere will have a space for them or that they will even be picked up by journalists.
Even if a significant rival is constantly monitoring your backlink profile in an attempt to steal your backlinks, copying your profile will not be as simple as posting a guest post on the same page.
More Leads, More Traffic, More Sales
The benefit of digital PR is that it places your brand out there to the right people at the right time. An organized campaign could ensure that your new product, seasonal promotion, or special offer is seen by your desired customers while also helping to generate leads ideally suited to your given niche.
Relevance matters here. The majority of people find themselves confused by niche or subject relevance and mistake it for traditional link building.
Building SEO links on niche-relevant sites can boost subject relevancy, giving Google a clearer grasp of what your website is about.
However, in the context of digital PR, relevance is bringing your company, product, or service in front of a relevant audience.
Gain Trust And Authority In Your Niche
It is not all about website traffic and sales. Sometimes, what you really need is to build a reputation as an authoritative site that people trust.
Then, whether they follow a link to your site or find it through search engines, they will be confident in your work. Brand reputation is essential and can be one of the biggest pain points for companies struggling to capture attention.
Publishing press releases does not just increase awareness; it also works to help you seem authoritative and like an expert in your field.
That means putting together relevant content on your site, sharing it on social platforms, and getting it out there to high-profile sites.
This is not a simple promotional tactic like making a short video and hoping to go viral; it is part of a long-term content marketing strategy.
Gain Referral Traffic
The purpose of conventional link building is to establish trust signals from authoritative and niche-relevant sites that will convince Google your website is an expert in the field and offer search engines a clearer picture of your site’s content.
The problem is that those links do not always convey authority to your audience and frequently provide no real benefit to the user.
When you make use of digital PR to promote yourself and your business as an authority to potential consumers, links will be used to drive the visitor to a highly relevant, appealing resource.
Digital PR for your brand is a great way to drive traffic to your site, raising brand awareness and helping your target audiences find your content without needing to search through pages of search results.
Referral traffic generated like this tends to be highly relevant, with users coming from an audience already interested in your niche.
Getting Started With Digital PR
The process of getting started with a digital marketing PR strategy can take a while, but if you take it slowly, you can get great results. Here is how to approach building a digital PR strategy in a successful, sustainable way.
Identify Your Target Audiences
The first thing you need to do is work out your target groups. Just like with a traditional PR strategy, your digital PR campaign needs to be targeted.
Start by searching for news stories in your niche, and make a note of the biggest sites in your search results. Those are going to be one of your main target audiences.
The other main audience you are going to target is the public. This is because reaching out to the media is only step one.
Once you get your links placed on media sites, what you are hoping for is members of the public following those links. It is the customers you create content for, not the journalists!
Identify Their News Search Intent
Often, when people are interested in a specific field, the terms they will use when searching for related news will differ from those they use to search for other content in the niche.
You need to know what their news searches look like in order to tailor your content to that type of news.
Google Trends is a great option for this. It can show you which terms have interest, and then you can check the news tab to see what news stories for those terms look like.
Tailoring your work to those news trends can be an effective way to increase visibility in the news and boost your SEO.
Write Compelling Content
There is no point in having perfect SEO if nobody actually likes your content when they find it.
You can increase awareness all you like through social media or your chosen email platform, but the actual content on your site needs to be compelling and useful, or people will just click away from it.
Obviously, SEO matters too, but you really need to ensure you are actually doing something newsworthy, or those journalists you are chasing will never pay attention to you and your work.
Here is the center of your new digital PR strategy. Once you have done something newsworthy, you need to make people aware of that news.
Forget the SEO for a minute and just write a really good, compelling press release designed to appeal to human readers.
Once you have got your press release ready, send it out to the press offices from those publications and sites that you identified all the way back at the beginning of developing this digital PR strategy.
Do not expect many responses, though – news editors and journalists are busy, and your hit rate will probably be quite low until you are well-established as a big name in the field.
Refine And Retry
Once you have waited a while and seen the results of your strategy, it is time to refine your process. Is it working? Why? Why not? Take a step back and see what you could change to get better results.
This will differ for every website and every niche, so it will take some time to fully grasp how best to modify your content marketing strategy to get the best possible results.
A good digital PR strategy is the perfect partner for expert SEO. Digital PR is a bit flashier, a bit more complex, and a bit more authoritative.
It can take a while to wrap your head around how to approach public relations, but once you have got a strategy in place, you can simply follow the same patterns again and again and watch the results start to roll in.
Scott Calland is a highly regarded content specialist with an English Degree. He has a passion for creating compelling content as a UK journalist that engages, informs, and entertains readers. With over 10 years of experience in creating news publications as a reporter, Scott has developed a keen eye for detail and a deep understanding of how to craft content that resonates with audiences. Working closely with data analysts Scott’s research on topics is unrivalled for latest news updates.
Scott is also an investor in Searcharoo.